Arre (brand)

Arre (/ɑːreɪ/) (stylized as Arré) is an Indian OTT platform based in Mumbai.[3] It produces and publishes videos, audio series, web series, documentaries, text and doodles through its online channel.[4] Founded by former Network 18 and TV 18 executives B. Sai Kumar, Ajay Chacko, and Sanjay Ray Chaudhari, it is a content-based startup and was launched in April 2016.[5][1]

Arre
TypePrivate
IndustryEntertainment, Infotainment, digital content
GenreComedy, drama, thriller, Documentary, Entertainment, Infotainment, Opinion,
FoundedFebruary 2015 (2015-02) in Mumbai, Maharashtra, India
FounderB. Sai Kumar
Ajay Chacko
Sanjay Ray Chaudhuri (Ray C)
Headquarters
Mumbai 
ProductsOTT platform
Trial by Error: The Aarushi Files,
A.I.SHA – My Virtual Girlfriend,
Ho Ja Re-Gender,
Official Chukiyagiri,
Official CEOgiri (Season 2 of Official Chukiyagiri),
Fitoor Mishra
ServicesSketch comedy, web-series, music videos, audio series, documentaries, text
Number of employees
35
ParentUDigital Content[1][2]
WebsiteArre

History

Former Network TV18 CEO – B. Sai Kumar, COO – Ajay Chacko, and director Sanjay Ray Chaudhuri (Ray C) formed this online channel brand "Arre" in October 2015.[1][6] "Arre" is an Indian colloquialism that roughly translates to "whoa" in English.[3][4]

In April 2016, Enam group invested an undisclosed amount in Arre, and along with the founders.[7][8]

Development

The technology, architecture, design and developed by Monocept. The online platform is designed by French agency Area 17.[1]

Products

Early in 2015, Arre announced Ho Ja Re-Gender based on the Israeli experimental format of Re-Gender originally produced by Armoza Formats. In the series, six participants are given a chance to experience life as a member of the opposite sex.[4][9][10]

In August 2015, the company tied up with newspaper The Indian Express to produce investigative documentaries for a world audience. A documentary titled Death by Breath was released on 2 May 2016 which discussed the high levels of air pollution in the Indian state of New Delhi.[11]

in January 2016, the company launched its first web sitcom titled I Don't Watch TV. Produced by Timbuktu Films, it is a satire on the Indian TV industry and stars television personalities like Nakuul Mehta and Bollywood film critic Rajeev Masand.[12][13]

In April 2016, it launched A.I.SHA – My Virtual Girlfriend, a web cam fiction show produced by reality show producer and actor Raghu Ram.[14][15][16] Season 2 of the show premiered in March 2017.[17]

In May 2016, it launched a podcast titled Trial By Error: The Aarushi Files based on the 2008 Noida double murder case, in partnership with online music streaming service Saavn.[18][19][20]

In September 2016, Arre launched Official Chukyagiri that tells the story of Spandan Chukya, an MNC intern and the corporate world, seen through his eyes. Produced by Amritpal Singh Bindra, Anand Tiwari and their company Still & Still Moving Pictures.[21][22]

In February 2017, Arre tied up with Facebook to premiere its comic series The Adventures of Abbaas Mastan, a fictionalised world of two film students on one global mission – to make the world's most viral video[23][24][25]

In June 2017, Arre launched a new adventure travel show The Real High featuring Rannvijay Singha, along with a group of six young kids of urban upbringing, that explores various parts of the north-eastern state, Arunachal Pradesh.[26][27][28]

In April 2018, Arré Launched a web series Official CEOgiri which was a continuity of Official Chukyagiri. Actor Sumeet Vyas played the lead character.

Web series

Audio series

Documentaries
  • Death by Breath (2016)[11]
  • Kashmir’s Lost Children (2016)[34]

Partnerships

In April 2016, Arre partnered with music streaming service Saavn to produce and distribute a podcast titled Trial By Error: The Aarushi Files based on the 2008 Noida double murder case.[35]

In July 2016, Arre joined hands with internet-based TV streaming and OTT service provider, YuppTV, to distribute content on its YuppTV Bazaar platform. Speaking about the partnership, Arre co-founder and managing director, B Saikumar, said "Arre is excited to reach out to an Indian and worldwide audience through YuppTV Bazaar's OTT platform. We look forward to a long-term association with YuppTV and hope to partner on many more content offerings on YuppTV Bazaar."[36][37]

In September 2016, Arre tied up with Mumbai-based Goquest Media to distribute and monetise Arre's content digitally across the world.[38][39]

In September 2016 Arre also announced a distribution partnership with SonyLiv. The partnership will enable SonyLiv users to watch Arre's latest web series on its web and mobile platforms. Arre's entire video content library will be available as a part of SonyLiv's extensive catalogue in due course.[40][41] In November 2016 this was followed by an announcement that both companies will co-produce a digital series starring actor Rithvik Dhanjani, who will also be co-producing the show. Release is planned for early 2017.[42]

As of October 2016, Arre has also tied up with France's largest television network, TF1 Xtra and Vodafone Play.[43]

In February 2017, Arre partnered with Ola Play whereby digital content from Arré will be available to stream through Ola's connected car platform[44]

See also

References
  1. Choudhary, Vidhi (22 October 2015), "Will Ronnie Screwvala's bold new bet with Arre pay off?", Livemint, retrieved 10 May 2016
  2. "U DIGITAL CONTENT PVT. LTD.", Bizcircle.net, retrieved 10 May 2016
  3. "UDigital names its digital venture 'Arre'", ET-Brand Equity, 7 July 2015, retrieved 10 May 2016
  4. Alcinii, Daniele (9 December 2015), "India launches into digital frontier with Arre", Real Screen, retrieved 10 May 2016
  5. Warsia, Noor Fathima. "Arre: The Millennial Expression". BW Businessworld. Retrieved 23 October 2016.
  6. Bhattacharya, Anushree (12 February 2016), "Co-founder B Saikumar acquires controlling stake in digital media startup Arre", Techcircle.net, retrieved 10 May 2016
  7. Johari, Sneha (27 April 2016), "Arre raises funding from Enam Holdings; Ronnie Screwvala exits", Medianama, retrieved 10 May 2016
  8. "Enam picks up minority stake in Ronnie Screwvala-backed Arre", Money Control, 26 April 2016, retrieved 10 May 2016
  9. "Arre to Launch India's First Digital Reality Series", Business Wire India, 2 November 2015, retrieved 10 May 2016
  10. Ray, Sarit; Shah, Manali (7 April 2016), "Gender Bender: How India discovered role reversal through pop culture", Hindustan Times, retrieved 10 May 2016
  11. "Watch Death By Breath: Documentary on Delhi's pollution", The Indian Express, 2 May 2016, retrieved 10 May 2016
  12. "Arre launches its first sitcom series- I DON'T WATCH TV (IDWT)", Exchange4media.com, 20 January 2016, retrieved 10 May 2016
  13. Choudhury, Nila (21 April 2016), "Nakuul Mehta's Hilarious, Must-Watch New Web Series 'I Don't Watch TV' Sheds Light on the Real Life of Indian Television Actors", India.com, retrieved 10 May 2016
  14. "Arre to launch new series 'A.I.SHA – My Virtual Girlfriend'", IndianTelevision.com, 5 April 2016, retrieved 10 May 2016
  15. Banan, Aastha (8 May 2016), "Love in virtual hell: Raghu Ram and Harman Singha's new web show may scare you off Siri", Mid-Day, retrieved 10 May 2016
  16. "Raghu Ram launches web cam fiction show 'A.I.S.H.A – My Virtual Girlfriend'", IndianTelevision.com, 2 April 2016, retrieved 10 May 2016
  17. "A.I.SHA- My Virtual Girlfriend and the state of web-content in India". Gizmodo. Archived from the original on 14 June 2017. Retrieved 15 June 2017.
  18. Rizwan, Sahil (13 April 2016), "Attention, "Serial" Fans: This New Podcast Will Explore The Aarushi Talwar Murder And Trial", Buzzfeed, retrieved 10 May 2016
  19. Naskar, Srija (7 May 2016), "Crime podcast delves deep into the Aarushi murder case", Sunday Guardian, retrieved 10 May 2016
  20. "TRIAL BY ERROR – THE AARUSHI FILES", Arre, 1 May 2016, retrieved 10 May 2016
  21. "Exclusive: Producers Amritpal Singh Bindra and Anand Tiwari on their new web series, Official Chukyagiri". The Indian Express. 3 September 2016. Retrieved 23 October 2016.
  22. "Official Chukyagiri: Here's Everything You Need To Know About Arre's New Web Series". TubeScoop. 22 August 2016. Retrieved 23 October 2016.
  23. www.exchange4media.com. "Arre ties up with Facebook to premiere comic series The Adventures of Abbaas Mastan". Retrieved 15 June 2017.
  24. "Arré experiments web series launch on Facebook". www.bestmediaifo.com. Retrieved 15 June 2017.
  25. "Arré premieres 'The Adventures of Abbaas Mastan' on Facebook". Indian Television Dot Com. 22 February 2017. Retrieved 15 June 2017.
  26. "Rannvijay Singha's adventure show 'The Real High' to explore Arunachal Pradesh – Times of India". The Times of India. Retrieved 15 June 2017.
  27. "Rannvijay Singha's next reality show The Real High is like Roadies in Arunachal Pradesh". Firstpost. 1 June 2017. Retrieved 15 June 2017.
  28. "Adventure show 'The Real High' to explore Arunachal Pradesh". Sify. Retrieved 15 June 2017.
  29. "Second season of 'A.I.SHA | My Virtual Girlfriend' to launch on Arré". Indian Television Dot Com. 9 March 2017. Retrieved 15 June 2017.
  30. "India's answer to Black Mirror: A.I.SHA – My Virtual Girlfriend is coming back for a second season". Gizmodo. Archived from the original on 13 June 2017. Retrieved 15 June 2017.
  31. "Ad Age Homepage – AdAge". www.adageindia.in. Retrieved 15 June 2017.
  32. "People associated with the 2008 Noida double murders tell their own stories for the first time on new podcast 'Trial By Error: The Aarushi Files'", Brown Paper Bag, 11 April 2016, retrieved 10 May 2016
  33. ANI (11 October 2016). "Arre and Saavn launch 'Aarushi Files'". Business Standard India. Retrieved 23 October 2016.
  34. www.exchange4media.com. "Arre announces partnership with SonyLIV". Retrieved 23 October 2016.
  35. Bahirwani, Krishna (11 April 2016), "Saavn Launches Original Programming", Daily News & Analysis, retrieved 10 May 2016
  36. "YuppTV Ties up With Arre to Offer Content on YuppTV Bazaar". PTI. News 18. 4 July 2016. Retrieved 8 July 2016.
  37. "YuppTV welcomes new-age digital media brand, Arre on YuppTV Bazaar". Business Standard. 4 July 2016.
  38. Johari, Sneha (30 September 2016). "Arré to distribute its content through GoQuest and Sony Liv". MediaNama. Retrieved 11 November 2016.
  39. "Goquest inks content distribution deal With Arré | TelevisionPost.com". www.televisionpost.com. Archived from the original on 11 November 2016. Retrieved 11 November 2016.
  40. "Arré to reach larger audiences through SonyLiv platform". Indian Television Dot Com. 30 September 2016. Retrieved 11 November 2016.
  41. "Arré announces partnership with SonyLiv | Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry". www.bestmediainfo.com. Retrieved 11 November 2016.
  42. "Arré and SonyLIV announce a new digital series". www.afaqs.com. Retrieved 11 November 2016.
  43. "Arré's web series A.I.SHA to be aired in Tamil language". www.afaqs.com. Retrieved 11 November 2016.
  44. "Media Centre". www.olacabs.com. Retrieved 15 June 2017.
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